and a senior official tells nbc news, the president and vice president joe biden will take the message on the road in the days and weeks ahead. doing it online with the #nowisthetime. kicking off the most ambitious federal campaign to kick off gun violence in decades, president obama wednesday made this heartfelt promise. >> i will put everything i've got into this, and so will joe. >> reporter: but some republicans are signaling it will be an uphill battle for the president. >> it won't be easy. legislation will be introduced and we'll look at it when it happens. >> reporter: marco rubio dismissed the president's plan. guns are not the problem. criminals with evidence nil their heart is. what's in the plan? a ban on military style assault weapons, limits op high-capacity magazines, that might have reduced the number of victims in recent shootings, universal background checks that could have prevented the columbine high school gunman from purchasing from a private seller. >> this is our first task as a society. keeping our children safe. >> reporter: to reinforce that point, mr. obama